Choosing a Mobile Strategy for Your Business

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1 Choosing a Mobile Strategy for Your Business Michael Slater, CEO

2 Welcome to the Webinar Thanks for joining us! Ask questions at any time in the chat room if you have follow-up questions Special offer for webinar attendees at the end Michael Slater Cofounder & CEO Webvanta 2 2

3 Today s Topics Why you need a mobile-optimized website Crafting content for mobile websites Taking advantage of touchscreens Supporting diverse phones and tablets Using responsive design Pros and cons of a separate mobile site Benefits and costs of mobile apps Using frameworks to cut development cost 3 3

4 Poll What is your role? 4 4

5 Why Mobile? 5 5

6 Mobile Already a Massive Segment Estimated 1 billion smartphone users worldwide 172 million in U.S. Smartphones + tablets already outsell desktop + notebook computers by a factor of 2 Mobile about 13% of total U.S. web traffic More than one-third for some hotels and restaurants 24% of Black Friday traffic to online stores in 2012 Many other countries more mobile-centric 6 6

7 Mobile Crossover in India 7 7

8 Why Is Mobile So Different? Small screen Touchscreen Always with you Always connected New app platforms and distribution systems New sensors Camera, GPS, compass, accelerometer 8 8

9 Feature Phones (Ignore) Webkit Browser HTML5 + CSS3 Primary Mobile Target IE9 browser in recent phones Ignore older models with IE7 browser 9 9

10 Tablets: A Third Class of Platform Operating system, app stores, and touchscreen interface like phones Different usage patterns Less mobile, more evening use ipad family and lots of Android tablets 7 tablets can use desktop or mobile sites 10 tablets do fine with (good) desktop sites 10 10

11 Poll Are you interested in sites, apps, or both? 11 11

12 Mobile Sites vs. Mobile Apps Web site / web app Run in browser (mostly) Platformindependent Can be installed by adding bookmark Native apps Run independently Platform-specific ios Android Windows Mobile Installed on device 12 12

13 Web is Still Primary You may want an app, but... The bulk of search traffic is on the web, not in the app store Apps are most useful for serving existing customers Web apps deliver app-like experiences within browser Apps are inherently fragmented across platforms 13 13

14 Start with Business Goals Start with what you are trying to accomplish Is the site or app supporting an offline business? Is it intended to make money via ads or by charging directly? Is the focus on acquiring new customers, or serving existing ones? How will prospective users find your mobile site or app? $ 14 14

15 Understanding Your Users When you only have room for a few choices, you need to focus! Variety of motivations I need this info now Where to eat lunch? I'm bored I have time to kill and want to do something productive 15 15

16 Design for On-the-Go Users Action-oriented Impatient One-handed Specific needs What s the phone number? How do I get there? Can I get a reservation? Remember: not all mobile device users are on-the-go 16 16

17 Small-Screen Design Minimal navigation No sidebars or multi-column layouts Pare down to the essentials Make mobile needs easiest to get to Can support drilling down to get details 17 17

18 Example Mobile Sites

19 Design for Touchscreens No hover (tooltips, dropdowns) Use large touch targets Min. 29 px wide x 44 px tall Position touch targets with hands and fingers in mind Support flexible layout Support touch gestures Swipe is the most common 19 19

20 20 20

21 21 21

22 Writing Mobile Content Make text as short as possible Fit within one screen when possible Get right to the point Speak to users goals Make it immediately obvious what the next step is Don t try to include everything from the desktop site 22 22

23 Building Sites for Diverse Devices Design must adapt to varying screen sizes and orientations Small phones, big phones, small tablets, big tablets, netbooks, notebooks, desktops Wide variety of techniques Fluid design: stretch to fit the available space Responsive design: add, remove, or move elements based on screen dimensions Separate mobile and desktop pages 23 23

24 Mobile Site Approaches Make the desktop site adapt to mobile devices Build a separate mobile site using a different host Build separate mobile pages as part of the main site Implementation approaches Conventional HTML/CSS/JS Mobile frameworks, such as jquery Mobile Automated mobile site-builders, such as DudaMobile See

25 Poll Do you prefer a responsive design or a separate mobile site? 25 25

26 Responsive Design Scale to any screen size Use CSS media queries and JavaScript to adapt to different screen sizes Examples: (directory site) Responsive Web Design from A Book Apart

27 Using Separate Pages Detect Device Type Desktop site pages Mobile site pages CMS and Database Same body of content can serve both sites 27 27

28 Minimizing Duplicate Content Entry Having a separate mobile site can make content maintenance difficult Responsive design uses a single set of content Putting content in a database allows a single set of content to serve two different sets of pages Mobile-optimized content typically needs to be shorter, so some rewriting inevitable for best experience 28 28

29 Building Mobile Sites Quickly with jquery Mobile Builds on top of regular jquery library Provides a complete mobile web framework, including not only JS but also CSS and images Polished visual design, easily customized within limits, with very little effort

30 Mobile Apps Mobile website should come first, and then you may want to consider an app Make sure you understand the costs and other business issues Consider promotion and distribution strategies Decide what platform(s) to support 30 30

31 App vs. Website Design App Website Apps typically have their own toolbar at bottom Browser has its own fixed toolbar at bottom 31 31

32 Two Faces of Mobile Maps App Website 32 32

33 Installing Apps Native app Find in the app store App is automatically installed with icon Web app Find from web search Add to home screen is equivalent of installing Most don t work offline, but it is possible 33 33

34 Poll How many apps do you use regularly? 34 34

35 Apps Use Device-Native Programming Environments Operating system and tools Programming language and libraries Cross-platform frameworks add a layer between you and the hardware, but simplify multiplatform support PhoneGap: turn web-standard code into an app Titanium: JavaScript-based app development 35 35

36 App Advantages Best performance Able to fully optimize for each device App Store distribution channel Easy to charge for the app One-click in-app purchasing Access to non-web-standard devices Camera, accelerometer, multitouch Include any amount of persistent storage 36 36

37 App Disadvantages Each platform has its own native apps Each has its own tools and languages Programming skills required Users must install your app And must choose to update to get latest App store policies and processes Revenue share with app store No tracking for source of sales 37 37

38 Using Web Technologies for Native Apps Combine toolkit such as PhoneGap with HTML/ CSS/JS to build "native" apps without native code Much more flexible than simple app builders, yet easier than traditional native app development Web View Component Your HTML Web App Native App PhoneGap Libraries Extended JavaScript APIs 38 38

39 Building True Native Apps A serious software development undertaking Nothing like building a website User interface is created programmatically Each platform has entirely different tools, languages, and APIs ios: Objective C and Apple's XCode tools Android: Java and Google's Android SDK Windows Phone: C#, Silverlight, XAML 39 39

40 Dealing with App Stores In the Apple world, approval by the App Store is everything No other mass-market distribution method Apple has strict (but not necessarily clear) rules that are unilaterally enforced Need to follow Apple's guidelines, be willing to pay their cut on any commerce, submit your app, and then wait and hope In the Android world, it's relatively open and chaotic 40 40

41 Summary Mobile is huge and growing rapidly Mobile is mainstream, not just kids and early adopters iphone + Android are the bulk of the market Consider tablets as well as phones Start with mobile web Consider apps for serving existing customers 41 41

42 Kicking Off Your Mobile Strategy Now is the time to get moving! Soon it will be catch-up instead of leadership We d love to help Strategy consultation Site- and app-building services Get your free 30-minute consultation Schedule at Or call Justin at ext

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